Nike unveils Olympics campaign, Winning Isn’t for Everyone

Nike's new campaign for the Paris 2024 Summer Olympics and Paralympics, "Winning Isn't for Everyone," pays tribute to unapologetic winners. This compelling campaign not only celebrates elite athletes' passion for winning, but also symbolizes Nike's return to powerful storytelling.

At the heart of the ad is a powerful narrative voiced by world-renowned actor Willem Dafoe. Dafoe says, "Am I a bad person? I have no empathy, no compassion. I'm obsessed with power," Dafoe says, asking viewers to consider the qualities that define a winner in the world of sports. Using footage of athletes such as LeBron James, Sha'Carri Richardson, Bebe Vio and Serena Williams, he emphasizes that these traits define a successful athlete, not a villain.

Created by longtime Nike agency Wieden+Kennedy, the campaign reflects the brand's return to a clear tone of voice and its goal to stand out from the competition. "This is about celebrating the voice of the athlete," said Nicole Graham, Nike's chief marketing officer. "It's a story about what it takes to be the best, about legacies yet to be forged and dreams yet to be realized. It reminds the world that there's nothing wrong with wanting to win."

The campaign will be supported by athlete spotlights, visuals, social media promotions and outdoor advertising in cities around the world. The campaign will be particularly prominent during the Olympics and is designed to increase Nike's competitiveness in a challenging sportswear market. Nike is also looking to make a global impact by outfitting many international sports teams during the Olympics.

Nike's campaign is part of an effort to revive the brand's past storytelling success. "We are getting back to what we do best, which is creating effective storytelling and ultimately brand differentiation in sports," CEO John Donahoe told investors in June. The campaign reflects Nike's ambition to reach millions of viewers around the world and share their passion for sports.?

Nike's "Winning Isn't For Everyone" campaign is a manifesto that celebrates not only the spirit of sport, but also the passion for winning within athletes. With this campaign, Nike once again emphasizes the importance of determination and courage on the path to athletic success.

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